# PR social copywriting Human Guide

## What This Is For
The same message posted identically on IG, LinkedIn, Facebook, and X will underperform on ALL of them. It gives the agent a clearer input/output frame for social content: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the PR social copywriting agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for PR social copywriting.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the PR social copywriting guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **Algorithm rewards native content**: Links in posts reduce reach on most platforms. Put links in comments (LinkedIn) or bio (Instagram) instead of the post body.
- **Engagement in first 30 minutes matters**: Reply to every comment in the first hour. Algorithm interprets early engagement as signal to distribute wider.
- **UGC outperforms brand content**: User-generated content gets 4x more engagement than brand-produced content. Encourage and reshare customer posts.
- **Taiwan social landscape**: LINE is dominant for 1:1, IG for Gen Z/millennials, Facebook for 30+. PTT and Dcard influence brand perception significantly but aren't traditional social "platforms."
- **Don't sell in every post**: Follow the 80/20 rule — 80% value/entertainment, 20% promotional. Audiences unfollow brands that only sell.
- For visual content guidelines per platform, see `references/visual-specs.md`
- For content calendar templates, see `references/content-calendar.md`
- Product launch or feature announcement
- Case study with direct conversion link
- Pricing/package announcement
- The link you couldn't put in the post body (LinkedIn, Instagram)
- A follow-up question if engagement is the goal

## Decision Points And Nuance
The original skill emphasizes: Framework, Platform Tone Guide, Hook Techniques (First 2 Lines), CTA (Call to Action) Design, Hashtag Strategy, Content Calendar Pattern, Output Format, Instagram, LinkedIn, X/Twitter.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- | **Facebook** | Conversational, community, informative | 40-80 chars for engagement, longer for groups | Helpful but not required | News, events, discussions, longer stories |
- The hook must stop the scroll. Proven patterns:
- **Don't sell in every post**: Follow the 80/20 rule — 80% value/entertainment, 20% promotional. Audiences unfollow brands that only sell.
- Weekend posts are optional. If you post on weekends, default to resharing top-performing weekday content with a new caption angle — do not produce new content types on weekends.
- If you run out of quota, push the promotional post to next month. Do not exceed the cap.
- ◐ = secondary platform (adapt from primary, do not copy-paste)
- | LinkedIn | 08:00–09:00, 12:00–13:00 | Avoid |
- Do not fill topics from inspiration or vague ideas. Every topic needs a source.

## Copy-And-Paste Prompt
```text
Use the PR social copywriting human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the asgard-ai-platform/skills skill entry for `pr-social-copywriting`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Social Media Copywriting

## Framework

```
IRON LAW: Every Platform Has a Different Tone

The same message posted identically on IG, LinkedIn, Facebook, and X
will underperform on ALL of them. Each platform has different audience
psychology, content format, and algorithm preferences. Adapt the message,
don't just cross-post.
```

### Platform Tone Guide

| Platform | Tone | Length | Visual | Best Content |
|----------|------|--------|--------|-------------|
| **Instagram** | Aspirational, visual-first, lifestyle | Caption: 150-300 chars for feed, longer OK for carousels | Essential (photo/reel/carousel) | Behind-the-scenes, tutorials, UGC, reels |
| **Facebook** | Conversational, community, informative | 40-80 chars for engagement, longer for groups | Helpful but not required | News, events, discussions, longer stories |
| **LinkedIn** | Professional, insightful, authority | 150-300 chars hook, up to 3000 for articles | Optional (increases reach) | Industry insights, achievements, lessons learned |
| **X/Twitter** | Sharp, witty, real-time | < 280 chars (shorter = more engagement) | Optional (increases engagement) | Hot takes, threads, real-time commentary |
| **Threads** | Casual, conversational, authentic | 500 chars max | Optional | Personal takes, community engagement |

### Hook Techniques (First 2 Lines)

The hook must stop the scroll. Proven patterns:

| Technique | Example |
|-----------|---------|
| **Contrarian** | "Most SEO advice is wrong. Here's what actually works." |
| **Number** | "3 mistakes killing your conversion rate" |
| **Question** | "Ever wonder why your best employees quit?" |
| **Story** | "Last year I lost our biggest client. Here's what I learned." |
| **Bold claim** | "Your pricing page is losing you 40% of potential customers." |
| **Curiosity gap** | "The one thing I wish someone told me before starting a startup..." |

### CTA (Call to Action) Design

| Goal | CTA Style | Example |
|------|-----------|---------|
| Engagement | Ask a question | "What's your biggest marketing challenge? Drop it below 👇" |
| Traffic | Direct link | "Link in bio for the full guide" |
| Save/Share | Value proposition | "Save this for your next campaign planning session 📌" |
| DM/Lead | Soft ask | "DM me 'GUIDE' and I'll send you the template" |

### Hashtag Strategy

| Platform | Strategy |
|----------|---------|
| Instagram | 5-15 hashtags, mix of broad (#marketing, 1M+ posts) + niche (#taiwanstartup, 10K posts) + branded (#YourBrand) |
| LinkedIn | 3-5 hashtags max, professional (#leadership, #saas) |
| X/Twitter | 1-2 hashtags max, trending or event-based |
| Facebook | 0-2 hashtags (minimal impact) |

### Content Calendar Pattern

| Day | Content Type | Goal |
|-----|------------|------|
| Mon | Industry insight / thought leadership | Authority |
| Tue | Tutorial / how-to | Value |
| Wed | Behind-the-scenes / team | Trust |
| Thu | User story / testimonial | Social proof |
| Fri | Casual / fun / poll | Engagement |

## Output Format

```markdown
# Social Post: {Topic}

## Instagram
**Hook**: {first line}
**Caption**: {full caption with line breaks}
**Hashtags**: {5-15 hashtags}
**CTA**: {engagement or action}
**Visual**: {image/reel/carousel description}

## LinkedIn
**Hook**: {first line}
**Post**: {professional angle, 150-300 chars}
**Hashtags**: {3-5}